Take part in talk show, with goods plummeted 97%, Lao Luo’s live room is in urgent need of a cross talk?


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Original title: take part in talk show, but with goods plummeted by 97%, Luo Yonghao’s live studio is in urgent need of a cross talk?
By Luo Chao
Source: Luo Chao channel (ID: luochootmt)
Some time ago, Lao Luo revealed that he was going to do a variety show on a relatively large platform, which was a talk show. Now he is building a team, and “this program is not for making money.”
Before making his own show, Luo Yonghao appeared on the stage of the third season of talk show under the Xiaoguo culture on the evening of July 22. He was on the same stage with variety stars Li Dan and Zhang Yuqi. His identity was “talk show leader”. Seeing this professional name, I wanted to laugh.
Compared with the “Tucao conference” which belongs to the “laughing culture”, Luo Yonghao make complaints about the first two phases of the program. However, with the help of the Internet platform, the domestic talk show culture is becoming more and more prosperous, gradually changing from a small number to the public. Talk show artists such as Li Da, Chi Zi and Wang Jianguo are well known. Coincidentally, on July 20, Camu, a talk show artist of Xiaoguo culture, was sentenced for allowing others to take drugs. The talk show audience may be praying in their hearts: I hope Lao Luo won’t kill the talk show industry this time.
In view of Mr. Luo’s unique status as “the most professional crosstalk actor in the science and technology circle and the live broadcasting circle”, it has been suggested that he take part in cross talk or talk show. It is generally believed that Lao Luo’s success rate is greater than that of his mobile phone. Later, Luo Yonghao failed in building a hammer mobile phone and chose to carry goods live.
A few days ago, at a public activity, Lao Luo said a few words: “for many years, people say that I am a talk show actor, crosstalk actor. This is bullshit. I haven’t done it for a day. Over the years, it has been a very emotional affair for me
Lao Luo’s car on the talk show can’t be said to be idle. At least he can bring goods to the live broadcast. Net red, the most afraid is that no one pays attention to it. Past breath is the nightmare of every net red. Recently, two pictures have been popular on the Internet. One is the curve of the decline in both the viewing volume and the sales volume since Luo Yonghao carried out the live broadcast with goods
The other is Luo Yonghao’s ranking on the June sales list of all network anchor with goods, only ranking 47, and the top 20 of Taobao live anchors can not enter.
“Coming out is the peak” is the true portrayal of Luo Yonghao’s nearly four months of live delivery. What is the problem?
one who wants to wear the crown, bears the crown
Even after the “crash”, Luo Yonghao can still advance to the top 47. Although he is not a small distance away from top anchors such as Li Jiaqi, he is still a solid head anchor. According to iimedia research, the number of anchors on Taobao live broadcast platform has reached 20000 in 2019. Taking into account the whole network, considering the “nationwide live broadcasting with goods” during the epidemic period, the number of anchors with goods may have exceeded 100000. If we do not only count the goods, the number of anchors who do live broadcasting is already at the level of one million.
A novice spent four months in front of a group of stars and entrepreneurs who live on the old Internet Celebrities and bring their own halo. He ranked in the top 47 among the 100000 level anchor with goods. If you want to say that the score is poor, I don’t agree with it. Regardless of the ranking, a live broadcast with goods can have a turnover of 5 million, which is actually very eye-catching. If we eliminate the “routine behaviors” such as the falsification of some platform data and the wholesale of dealers, Luo Yonghao’s ranking will rise a little more.
It is because of the potential of laoluo’s live broadcasting to bring goods that the live broadcasting company behind Luo Yonghao “makes a friend” that gets the investment of Qianshi venture capital. It is not easy to get capital recognition under the epidemic situation and when Luo Yonghao fails to start a business repeatedly.
However, the media will not understand long live. Look at the title of Luo Yonghao’s 97% biggest drop in 2020 and the biggest bubble. Why do many people think that Luo Yonghao’s live broadcast encounters Waterloo? Or because of the high profile.
Since smashing the refrigerator became the first generation of Internet Celebrities, Luo Yonghao has been on the high-profile road and can’t turn back. Especially after making a hammer mobile phone, he has always been the topic king on the Internet. It is not too much to say that he is a “media darling”. Because of this, Luo Yonghao will be in the spotlight when he does anything, In fact, it is difficult to match the reputation of the outside world. It should be said that the expectations of the outside world are very high.
If Luo Yonghao does live broadcasting with goods, enters the stadium in a dull voice, cultivates in a low-key way, and accumulates enough energy, he will come to the surface again and amaze the outside world. If he does poorly in the future, everyone will not feel very bad. However, such an approach is not in line with the old Luo style. Luo Yonghao entered tiktok tiktok market, and started to hit the high pitch and shouted the slogan of “shaking a brother”. The first time he shook his voice to give his biggest support to resources, he set the peak record of 48 million 920 thousand people watching and 168 million trading volume.
Gorgeous opening, radical slogans, high-profile personnel The expectation of Luo Yonghao is to PK with Wei Ya and Li Jiaqi. “Can only be ranked in the top 47”, of course, is not particularly successful. If you want to wear a crown, you must bear it. “Tiktok live with a cargo of a brother” crown, Luo Yonghao can not afford to support. Trembling tiktok may help identify and support a more suitable candidate. Luo Yonghao’s value for shaking is like Zhang Dayi’s tiktok for Taobao live.
The platform won’t last your whole life
Luo Yonghao’s first live broadcast was quite amazing. At that time, I said, the platform played a 99% role. The byte beating was mobilizing a lot of internal and external resources to support this live broadcast, and released the signal of the 2020 to broadcast the tiktok with the outside.
Luo Yonghao has a high degree of full gateway attention. Although his ability to carry goods was unknown at that time, his topic ability was quite certain. Just like Wu Xiaobo, who won “blind trust” of many brands by virtue of his influence, Luo Yonghao has a high attraction for many brands. Even if he can’t sell good goods, he has at least certain topical, attention and endorsement value.

Kwai tiktok’s old fellow fans are mostly male users in a second tier city, while Taobao’s live streaming hosts are mainly for female users. The main anchor of the fast broadcast is the old iron market. So there are strong differences in Luo Yonghao’s fans, which is a supplement to the current host ecosystem. So, for the later, Luo Yonghao’s fans are rare. player.
Tiktok tiktok, however, has completed his historical mission of shaking his voice after Luo Yonghao’s first live broadcast. He has been able to make a long journey by shaking his voice and sending a long distance to live. Luo Yonghao has to rely on himself.
Tiktok recommendation mechanism tiktok and social networking tiktok, the first live voice shaking for 400 million DAU full recommendation, and finally pulled nearly 50 million viewers, live Luo Yonghao rely on their fans in the appeal, Luo Yonghao has a total of 12 million 220 thousand fans, but fans can not live broadcast, waiting for the audience, there are many things to pay attention to, even if the sound of a shake, there are also various high-quality content will be dispersed. Attention, Lao Luo has 1 million to 2 million viewers each time, which is the normal level of fans.
Tiktok live, tiktok, all flowers bloom together. Luo Yonghao is not important to Li Jiaqi and PK. It’s important to make a prosperous “good” live ecosystem: let different kinds of live broadcast go hand in hand, instead of just carrying live broadcasting, after all, the sound is not sold, and let different levels of anchor play flowers, rather than a few super anchor.
Tiktok is not a bad superbug for live broadcast. Taobao and Kwai are facing the problem of over reliance on head hosts. On the June Gmv monthly list jointly produced by wemedia, bianews and xinwan’er, Weiya, Simba and Li Jiaqi achieved sales of 2.7 billion, 1.9 billion and 1.4 billion respectively, and the sales volume dropped sharply from the fourth place to 400 million. This reflects the fact that the head anchor monopolizes most of the traffic and transaction volume in the current live broadcast with goods market. There are two problems
One is that the Kwai monopoly will have the pricing power when it monopolize the flow, and the traffic will become more and more expensive. The advantage of direct broadcasting with goods will no longer exist, and it will be more and more difficult for the brand businesses to participate in the game.
For tiktok, live broadcasting is the Second World War, tiktok is only a partial battlefield of live broadcast. Some people tiktok tiktok did not get up, like the super net red of Li Jiaqi, Simba, and so on, that is, the live streaming of the sound was left behind, and it was clear that the cat was out of the game in War Within Three Kingdoms’s quick shake.
Lao Luo owes the audience a crosstalk
After watching many live broadcasts of Luo Yonghao, I can feel that Luo Yonghao and his team are making progress in every live broadcast, and they are running wild all the way from novice to proficient. In terms of selection, Lao Luo’s team was very attentive, and even launched a website where users can submit suggestions on “want to bring goods”. I bought them several times, such as fit8 food stick, Zhijiang rice wine It’s all bought back.
Luo Yonghao is more sincere than Li Jiaqi in dealing with crises such as “taking time” and other rollovers. Moreover, for Yijia and other brands, laoluo team provides exclusive interview and other related communication services, rather than simply selling goods at low prices.
In a word, Lao Luo is still working hard. Why can’t he do Li Jiaqi, Weiya and Simba? I think there are several reasons
1. It’s not just the number of viewers that determines the volume of live broadcast transactions. The scene is also important.
Users go to Taobao for shopping. When users open Taobao live broadcast, their wallets are ready. Such a strong (perhaps unclear demand) desire for shopping means that the traffic that Li Jiaqi gets is the traffic close to the transaction, which is the flow at the bottom of the flow funnel, and the conversion rate will be very high. This is why Taobao live broadcast has a long tail, even if it is only a few dozen Hundreds of people watching the live broadcast will also have considerable sales, so we can finally normalize the live broadcast with goods.
However, tiktok is not the first thing to buy and buy, but to consume content and get happiness. If a trusted anchor recommends the right content, it will probably buy it, but the whole logic is quite different from Taobao tiktok. In the final analysis, the live streaming of voice is far away from the transaction, which means that the same number of real audiences will have lower conversion rate. At this point, Li Jiaqi and Weiya have obviously taken advantage of it.
2. Luo Yonghao’s original fans are mostly male. Li Jiaqi Weiya, on the contrary, Simba is the son of a farmer.
Luo Yonghao’s own fans, no matter Luo fan or hammer fan, can’t rule out that there are a small number of girls, but most of them are male, and the age group is generally older – the post-80s generation are middle-aged people. This wave of users follow the hammer mobile phone in those years, and they only look at it or “buy it next time”. Even if it is because of the support of feelings, Lao Luo is unlikely to support it every time.
Moreover, these users are picky about what they buy. They are the target users of the products they make decisions on. For example, laptops, game machines and office chairs worth thousands of yuan are hard to sell well in the live room. To put it simply, Luo Yonghao’s live delivery with goods is the most difficult user group. It’s really not easy for Luo Yonghao to achieve today’s achievements.
On the contrary, Li Jiaqi and Wei Ya are both female Taobao users. Many of these users are impulsive shoppers. The best-selling categories of cosmetics, food, daily necessities, clothing and so on are all female oriented, and all of them are low-cost goods.
Kwai Simba, though not a clear female direction, is positioned as “the son of a farmer”. The fast user facing tiktok is duplication with many users. Many people do not have the experience of Taobao shopping, so that they can buy and buy in the live room, and it is easier to get some. Luo Yonghao is mostly Taobao / Jingdong users who live in the live broadcast of the live phone, they are accustomed to the various processes of the platform. Services, rights and interests, and even buying members, it will be more difficult for us to accept the new platform for shopping.

Perhaps it is precisely because of this that Luo Yonghao is actively breaking the circle. On the one hand, he deliberately takes care of women in the aspects of selection and topics, which is also the purpose of participating in talk shows. On the other hand, when he is well aware of his own boundaries, Luo Yonghao actively promotes the MCN of the team, creates a group of Zhu Xiaomu people, and goes to circle different user groups, including female users, and recently “makes friends” “Friends” company has opened a live broadcast room of “zhuxiaomu & linduola” on Taobao. Zhu Xiaomu and Lin Duola take the CP route of husband and wife, which indicates that Luo Yonghao’s live broadcast with goods opens the whole network route.
3. Luo Yonghao is not an excellent salesman, but a good crosstalk actor.
The essence of live broadcasting with goods is sales promotion. Based on the online marketing of live broadcasting room to a large number of nationwide audiences, Hua Shan, chairman of Hua Yuhua Marketing Consulting Co., Ltd., made it very clear that:
Live delivery of goods is a professional sales promotion work. The so-called star with goods is to speak for them, not to sell them. The context is wrong. For example, Li Jiaqi is a sales genius, can be said to be a “national salesman.”. If you had been in Qianmen Street a hundred years ago, you could have surrounded yourself with three stories inside and three outside. With the Internet, technology is an extension of human beings, and hundreds of millions of people would be watching. Another example is Li Ziqi. How much effort has been put into thinking that inviting stars to come and sell goods live is in itself disrespectful of the salesman’s profession. Isn’t it fair that stars can only earn money for endorsement, but not for sales promotion? Many things in this world are misunderstandings.
Li Jiaqi worked as a cosmetics teller before doing Taobao live broadcast. Weiya was originally meant to guide Taobao store. They were born salesmen. They worked hard in the live room for many years. They grew up step by step. They started broadcasting every day. They worked harder than ordinary people, slowly accumulated fans and made progress. Luo Yonghao took the opposite path. Based on the halo accumulated over the years, he was supported by the platform. The starting point was very high, but there was no time for Li Jiaqi and Wei Ya to settle down. This means that Luo Yonghao has a lot of lessons to make up.
Li Jiaqi and Weiya do live broadcast on Taobao, as long as they sell good goods. Tiktok Kwai live tiktok, if only sell, content properties will only become weaker and weaker, and the platform will completely deviate from the properties of the shaking platform. Fast, shaking, and the best anchors are the first to do content accumulation traffic, then sell, while selling, and cross doing some content, not pure sale, pure selling live only for Taobao, tiktok and Jingdong and other electronic business platform. Luo Yonghao
Therefore, tiktok is not enough to participate in other people’s programs. What Lao Luo needs now is to make a good program on the pitch. If he doesn’t pay attention to content construction in the sound, he will sell the goods on the spot, not only will it be hard to reverse the current decline, but I’m afraid tiktok will soon be out of sight.
What’s on in the studio? The answer, of course, is crosstalk (talk show). After all, when many people watched the hammer conference, they all went to listen to Lao Luo’s cross talk. Lao Luo is one of the best cross-talk actors in the contemporary era, which few people would deny.